The 20 Things Users Want Most From Your Mobile Site [New Google Data]

Still trying to make the case for mobile optimization of your company's website? Or worse -- have you gotten the green light, but are so overwhelmed by the project that you don't know where to begin?

Makes sense. Starting from square one is hard. Google probably figured as much, and they graciously conducted a study to help make mobile marketers' lives a little bit easier: "What Users Want Most From Mobile Sites Today." The study, which we found via Marketing Land, reports on two helpful perspectives. First, it helps you make the case for mobile site optimization by reporting on how smartphone users feel about mobile browsing experiences with businesses now. Then, it dives into the actual things smartphone users want from a company's mobile site.

With this data, you can build a case and actually make a user's dream scenario happen! Take a look at some of the highlights we've pulled from the study that we think will help you with your mobile marketing.

How Smartphone Users Feel About the Mobile Browsing Experience

1) 96% of smartphone users have encountered sites that weren't designed for mobile devices. Tweet This Stat!

2) 67% of users are more likely to purchase a product or service from a mobile-friendly site. Tweet This Stat!

3) 74% of users say they're also more likely to return to a site in the future if it's mobile-friendly. Tweet This Stat!

4) On the other hand, 79% of users who don't like what they find on a mobile site will go look for the information they need on another site. Tweet This Stat!

5) Additionally, 52% of users said a bad mobile experience made them less likely to engage with a company. Tweet This Stat!

6) And even if users really like a business, 50% of users will use that business less if their site isn't mobile-friendly. Tweet This Stat!

7) 48% of users say they feel frustrated and annoyed when on sites that are poorly optimized for mobile. 36% say they feel like they've wasted their time when they visit those sites. Tweet This Stat!

8) 48% of users that report a business' site didn't work well on their smartphones took it as an indication the company didn't care about their business. Tweet This Stat!

Smartphone Users' Ideal Browsing Experience

9) 76% of users want to get location or operating hours from a mobile site. Tweet This Stat!

10) 61% of users want to be able to click-to-call a business on their mobile site; 54% are looking to send an email. Tweet This Stat!

11) 53% of users want to download an app on a business' mobile site. Tweet This Stat!

12) 48% of users want to be able to access a company's social networks from their mobile site. Tweet This Stat!

13) 41% of users want to be able to play a video clip from a business' mobile site. Tweet This Stat!

14) 78% of users want to be able to find what they're looking for on a mobile site in just one or two clicks. The same percentage of users cites a desire for a search bar that's both easy to find, and to use. Tweet This Stat!

15) 76% of users want a business' mobile site to fit the small screen of their smartphone better. 64% said they want to only scroll up and down, not left and right. Tweet This Stat!

16) 69% of users called for bigger buttons that are friendlier to their fumbling fingers. Tweet This Stat!

It does seem a tall order and nigh on impossible for all but huge organisations to fulfil these requirements, however, things like only wanting to scroll up and down and not left to right is a must on any website today.

I'm also surprised at the number of people wanting aps, I would have thought they'd have enough without adding websites to their broad repertoire - still each person to their own. Great findings though.

#20, "73% of users also cited a need for less longer forms". This point coupled with the increased likelihood of mistyped email addresses in mobile, reinforces the use case for real-time email validation at the point of collection.

I'm most curious about what items are being purchased most via mobile.

Also, I'm curious to know what is the comparison between purchases done via apps v. mobile sites. I myself have found that I've completed most of my purchases through brands' custom apps v. their mobile sites. The customized shopping experience is just more pleasurable.

These are some incredible and eye opening statistics! Business need to seriously consider having mobile websites and/or apps. This is an incredible opportunity to grow business and build customer loyalty. People leave their homes with their keys and their cell phone. Any opportunity a business gets to engage their customers via mobile apps on a daily basis is not to be missed.

We can certainly build a better marketing approach with these stats. Mobile-friendly websites have a greater opportunity to reign in more revenue. Bottom line is, you'll have to optimize for user-experience, much as you would for targeting the right market.